Due to rapid technological advancement, we have become inhabitants of a networked society. On this interconnected superhighway, the technological tools and machines are reshaping the mechanism of interactions between advertisers and consumers. Consumption of online media around the world is increasing every second, enabling the users to connect globally to anyone at any time with just a click. Undue usage of the internet and social media has led to a shift in the users’ online behavior. This book confers with the diverse concepts of online advertising and its different technological dimensions. Furthermore, it investigates the extent of the internet’s penetration in India, the changing business patterns, and the scope of online advertising in India. The reach, access, and efficacy of online advertisements have been deliberated over in detail.
The author has been involved in teaching and research for the last eight years. He is currently the assistant professor & head of the journalism department at Lovely Professional University, Punjab. He has acquired a doctoral degree from Kurukshetra University, Kurukshetra and qualified the UGC-NET. He also has more than a dozen research papers to his credit.